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Setting goals is an important part in every aspect of one’s life. They provide us with, among other things, direction and motivation. People generally talk about two types of goals, short-term goals and long-term goals. In addition we will explore mid-range goals, which is an under used practice in terms of their importance. All three types of goals are important in the field of sales and we will discuss why they are, and how they interact with one another.

In many cases in today’s retail environment the only thing that separates one jewelry store, or company, from its competition are the salespeople and the customer service that they provide. I’ll make a bold statement here:

Several months ago, I had the pleasure of having dinner with a fellow speaker, trainer, and friend. He and I were both speaking at a trade association show. Prior to his seminar, we were talking and he was asking me a lot of questions about the participants, the group, and the industry. This professional speaks to a wide variety of industries and different types of businesses, from retail to wholesale and large corporations to small independents. This highly respected, highly sought after professional was seeking as much knowledge as he possibly could about the group to whom he was about to speak. Imagine that, a professional seeking knowledge and education from an outside resource.

It seems to me that most jewelry store owners, sales managers, and salespeople are working in their store or business, not necessarily on their store or business. What is the difference you may be asking? Working in your business is simply reacting to the day-to-day happenings within the organization. Most are waiting on customers, buying merchandise, accounting for the merchandise and the receipts of the day, displaying merchandise, creating and running advertisements and doing various promotions. Others are working on their business by proactively seeking new information, reading as many business books and trade journals as possible, attending educational seminars and actually growing the business.

Whether you manage a jewelry store or sell jewelry, the use of knowledge means everything. I know that as an Owner or Manager if you can create an environment of personal growth and development, your store will be successful. Surround yourself with people that constantly want to improve and the company will grow. As the Owner or Manager your job responsibility is to provide the staff with everything they will need in order to be successful.

The jewelry retailer of today can no longer afford to spend money on advertising and marketing and sit back and hope that the advertising works. To build an ivory palace and wait for customers to come into the store could spell disaster. Salespeople in a successful jewelry operation have to take some responsibility and do their part to help drive traffic into the store. It is no secret that prospecting is the toughest part of your career in sales. Prospecting takes the most drive, effort, determination, and self-discipline. Yet, prospecting is the activity that will give you the greatest number of potential customers. You certainly can’t sell anyone if you don’t talk to anyone.